Can money buy happiness? For some, the answer is no

Many shoppers, whether they buy material items or life experiences, are no happier following the purchase than they were before, according to a new study from San Francisco State University.

Although previous research has shown experiences create greater happiness for buyers, the study suggests that certain material buyers -- those who tend to purchase material goods -- may be an exception to this rule. The study is detailed in an article to be published in the June edition of the Journal of Research in Personality.

"Everyone has been told if you spend your money on life experiences, it will make you happier, but we found that isn't always the case," said Ryan Howell, an associate professor of psychology at SF State and co-author of the study. "Extremely material buyers, who represent about a third of the overall population, are sort of stuck. They're not really happy with either purchase."

Researchers found that when material buyers purchase life experiences, they are no happier because the purchase is likely out of line with their personality and values. But if they spend on material items, they are not better off either, because others may criticize or look down upon their choices.

"I'm a baseball fan. If you tell me, 'Go spend money on a life experience,' and I buy tickets to a baseball game, that would be authentic to who I am, and it will probably make me happy," Howell said. "On the other hand, I'm not a big museum guy. If I bought tickets to an art museum, I would be spending money on a life experience that seems like it would be the right choice, but because it's not true to my personality, I'm not going to be any happier as a result."